3 Rules of Social Media in 2025 (Most Coaches Miss This)
Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network
You can’t win a game if you don’t know the rules.
And in 2025, a lot of great coaches are still playing last decade’s content game: posting tips, reels, and “thoughts of the day” without a strategy to turn attention into clients. The result? Effort without momentum.
This recap walks you through how to market like a coach in 2025, so your content compounds, your system does the selling, and you can keep coaching.
The Game Has Changed
Marketing this year isn’t about more content. It’s about a better content strategy.
Old game:
Post consistently → hope for likes and follows → assume visibility = growth.
New game:
Platforms are audience-matching algorithms.
To win, you must publish valuable video for a specific avatar, consistently (commit for a year). Every post either helps the platform place you in front of the right people or makes you invisible.
Your content has to be good enough for cold viewers to binge. Aim to move people down a fan funnel with watch time: first-time viewer → supporter → fan.
And remember: selfish content and in-post selling trigger the scroll. Let your system manage the selling.
Translation: earn attention in public, convert in private.
Rule 1: Signal Your Audience
If your content talks to everyone, it reaches no one.
Every platform is asking, “Who is this for?” Make it obvious.
Lock in:
One core message (the problem you solve and your point of view on solving it)
One clear audience (the person you can help best)
One strategic through-line (repeat it until it’s unmistakable)
Every reel, podcast, and story teaches the platforms who to show you to.
Scattered message = broken match = invisibility.
Focused repetition over time = placement in front of the right people at the right moment.
Can a first-time viewer tell who you’re for and why they should care in the first 5–7 seconds?
Rule 2: Build a Bingeable Body of Work
Short-form is flashy. Trust is built in long-form.
The common trap: all snacks, no meals.
Short-form has the hardest job on earth, stop a cold scroll, be visually engaging, make a point in under a minute, all for someone who doesn’t know you yet.
That’s why your long-form becomes the engine. Create a weekly content anchor (8–20 minutes) that answers one specific question or solves one specific problem. Clip it into shorts. Over time, the anchors become a Q&A library your future clients can binge, your trust bank and your marketing engine.
Long-form isn’t a shortcut, it’s prime time: YouTube is on the TV; podcasts ride along in cars and workouts. If they choose you, they’re skipping Netflix. Earn that watch with clarity, structure, and a useful next step.
Ultimate aim: make content so good people watch more, listen longer, come back, and share. A share is the warm intro of the content world. Share-worthy content grows.
What single episode could you publish this week that you’d be proud to send a prospect before a consult?
Rule 3: Build the System Behind the Scenes
Most coaches are on the content treadmill: more, more, more. But content alone doesn’t convert. Marketing is content with a plan.
You need:
A path that turns attention → trust → clients
One lead magnet that solves a painful, specific problem and feels like coaching
Email/DM/landing pages/ads to handle direct response (off-post)
A simple consult flow that feels like coaching (clarify the problem, show the plan, invite the decision, no pressure)
Keep your organic posts generous and sales-free. Put the CTA to your lead magnet front-and-center, then let your nurture and consult do the selling.
If someone loves your latest post, is there a clear, easy next step that doesn’t feel salesy? If not, fix that first.
What This Means for You
2025 isn’t about hustle—it’s about alignment:
Right message → Right audience → Right next step
You don’t need to post more. You need to build marketing into your practice so the system runs while you coach.
This week:
Clarify your signal. Write the one-sentence promise you want every post to reinforce.
Pick your anchor. Record one 8–20 minute episode answering a real client question; clip 2–3 shorts from it.
Tighten the path. Put your lead magnet link at the top of descriptions and bio; make replies/DMs welcome; ensure consult booking is obvious and low-friction.
Want the whole flywheel on one page? Grab the One-Page Marketing Plan (linked in the show notes). It shows how each piece connects, from your weekly content anchor to daily posts to lead magnet to consult, so your effort compounds.
Know the game.
Build the system.
Create content that actually works.
If this hit home, share it with a coach who needs the update and tell me which rule you’re implementing first.
Let’s build.
Next Steps
👉 Download your free one page marketing plan!
👉 Subscribe to the show so you don’t miss an episode!
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And don’t forget, Marketing for Fitness Coaches is part of the CoachRx Podcast Network, a collection of shows designed to elevate the coaching conversation. Discover more shows in the CoachRx Podcast Network here.
👉 Have questions? If you have a question or want feedback on your lead magnet idea, DM me on Instagram @marketingforfitnesscoaches or @coachrx.app
👉 Stay ahead of the curve and provide the best for your clients with CoachRx.
